Describe the campaign/entry:

To raise awareness for Lub d Hostel as a super fun & friendly place for backpackers.
A quirky promotion with Thai flavor : 1 Sentence 1 Night Challenge, a ‘Thai Tongue-Twisting Challenge’ allowed the person who could speak fluently and closely enough to the original version in each day to be rewarded a free night stay at Lub d Hostel.
We recorded all challenge participants and their clips would be re-edited and broadcasted through popular social networking websites.
Either winners or losers of this challenge became our presenters !!
The Campaign generate excellent awareness through huge viral in popular online communities, and backpacker's websites and gained good coverage from media; TV, Newspapers, Magazines, Websites both local and international.

Describe the brief from the client:

The goal was to generate awareness to Lub d Hostel in a non-typical way to also portray the image of "super fun & friendly" hostel for backpackers, who are internet addicts and love to mingle with locals and learn the local language of the country they are heading to. Backpackers are budgets travelers and cost sensitive. Therefore, promotional activities would easily draw their attention.

Results:

• Local and international media broadcasted the campaign for free, i.e. TV programs, newspaper and magazines, generating over 100,000 million dollars
• The campaign reached approximately 11 million viewers worldwide
• Lub d Hostel received votes from backpackers to be one among top 3 desired-to-stay hostel in a month after the challenge
• Thailand Tourism Authority selected as a showcase for excellent marketing strategy for Thailand’s travel industry

Execution:

1. Three initial clips promoting the challenge & explaining the meaning of each tongue-twisting sentence were released and uploaded on popular online communities May 5, 2011.
2. We recorded all challenge participants and re-edited as a follow-up clip to be released and uploaded May 24, 2011.
3. Monitor the campaign via viewer rates in uploaded sites, participation on site and media coverage until June 31, 2011.

The Situation:

Hostel business has been a boom in Bangkok, Thailand resulting in intensified competition. Lub d Hostel is one among hundreds in tourist popular areas. Therefore, its awareness needs to be raised to become backpacker's top choice.

The Strategy:

To use non-typical promotional activities as bait to gain interests from backpackers, the main target, and to gain awareness and build image of Lub d as being a super fun & friendly hostel.